Paid Search Marketing Toolbox - Alex Cohen - Search Engine Strategies San Francisco 2010

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex

Reach Your Potential Profit By Improving 3 Major Areas

Current Profit Potential ProfitResearch & Planning

CampaignManagement

Analysis & Site Experience

Keyword ResearchDisplay Research

Competitive Analysis

Keywords/NegativesText Ads

Bid ManagementAccount Structure

Landing Pages

ReportingQuantitativeQualitativeCRM/LTV

Niche ToolsTesting & Personalization


We Need to Answer 2 Questions

Which problems can tools solve?

When does it make sense to invest in tools?

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 3

Alex Cohen, Senior Marketing Manager

www.clickequations.com | @digitalalex

The Paid Search Technology Maturity Curve

http://www.clickequations.com/


Start By Identifying Which Types of Problems Are Holding You Back

• More complete data

• More accurate data

• Simplifying or automating workflow

• Enabling new marketing activities

• Reducing inefficiency

• Improving effectiveness

• Complementing senior staff

• Getting junior staff up to speed

People Process

AnalyticsTechnology

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 5© Copyright 2010 ClickEquations Inc. All Rights Reserved | www.ClickEquations.com

Paid Search Technology LandscapePerformance

Marketing Platforms

Niche Tools

CRM/LTVAnalytics

(Qualitative)Testing &

PersonalizationDisplay

Research

Competitive Analysis

ADVERTISERS

&

AGENCIES

Keyword Research

Analytics (Quantitative)

SEARCHERS

Search Engines



Task

Channel

Core Competency

Differentiator

© Copyright 2010 ClickEquations Inc. All Rights Reserved | www.ClickEquations.com

Investment in Tools

Maturity

Find Your Place on the Paid Search Technology Maturity Curve



Pick The Right Tools and EducationBased On Your Place On The Maturity Curve

Stage Task ChannelAll previous tools +

Core CompetencyAll previous tools +

DifferentiatorAll previous tools +

Tools • Google Tools– Analytics– Keyword Tool,– AdWords/Editor– Website Optimizer– Conversion

Optimizer– Ad Planner/

Placement Tool• SEMRush/iSpionage• 4Q by iPerceptions

• Keyword tools• Comp. intelligence

tools• CRM/LTV

• Performance Marketing Platforms

• Testing & personalization

• Qualitative analytics• Quantitative analytics• CRM/LTV

• Niche tools• Home grown tools

Education • Books• Blogs/Social Media• Newsletters

• Conferences• Online Training

•Outside Consultants •You’re educating!


Moving From Current to Potential Profit

• Prioritize your problems and understand which ones tools can solve

• Focus first on education and improve methodology

• Pick the right tools based on where you fit on the Paid Search Technology Maturity Curve


43 Paid Search Marketing Tools1. Keyword Research

– Google Keyword Research Tool -https://adwords.google.com/select/KeywordToolExternal

– Wordtracker – www.wordtracker.com– Trellian Keyword Discovery -

http://www.keyworddiscovery.com/– SEO Book Keyword Tool –

http://tools.seobook.com/keyword-tools/seobook/– Wordstream – www.wordstream.com

2. Competitive Analysis1. Compete – www.compete.com2. AdGooRoo – www.adgooroo.com3. SEMRush – www.semrush.com4. The Search Monitor – www.thesearchmonitor.com5. iSpionage – www.ispionage.com

3. Display Research 1. Google Placement Tool – Instructions -

http://clck.it/placement-tool2. DoubleClick Ad Planner –

http://www.google.com/adplanner/3. Web Data Extractor - http://www.webextractor.com/

4. Performance Marketing Platforms• ClickEquations – www.clickequations.com• Kenshoo – www.kenshoo.com• Marin Software – www.marinsoftware.com• Acquisio – www.acquisio.com• AdWords Editor – www.google.com/intl/en/adwordseditor/• adCenter Desktop - http://clck.it/9JbCPS

5. Niche Tools• Mongoose Metrics – www.mongoosemetrics.com• Optimine – www.optimine.com• MarchEx – www.marchex.com• ClearSaleing – www.clearsaleing.com

6. Testing & Personalization• Google Website Optimizer - www.google.com/websiteoptimizer• Omniture Test & Target - http://clck.it/testandtarget• Monetate – www.monetate.com• Sitespect – www.sitespect.com• Ion Interactive – www.ioninteractive.com

7. Analytics – Qualitative• 4Q – http://4q.iperceptions.com• Foresee – www.foreseeresults.com• UserTesting – www.usertesting.com• iPerceptions – www.iperceptions.com• KnowClick – www.knowclick.com

8. Analytics – Quantitative• Adobe by Omniture – www.omniture.com• Unica – www.unica.com• Google Analytics – www.google.com/analytics• Coremetrics – www.coremetrics.com• Webtrends – www.webtrends.com

9. Customer Relationship Management (CRM)/Lifetime Value (LTV)• SalesForce – www.salesforce.com• SAP – www.sap.com• NetSuite – www.netsuite.com• Venda – www.venda.com• Volusion – www.volusion.com

https://adwords.google.com/select/KeywordToolExternal

http://www.wordtracker.com/

http://www.keyworddiscovery.com/

http://tools.seobook.com/keyword-tools/seobook/



http://www.wordstream.com/

http://www.compete.com/

http://www.adgooroo.com/

http://www.semrush.com/

http://www.thesearchmonitor.com/

http://www.ispionage.com/

http://clck.it/placement-tool



http://www.google.com/adplanner/

http://www.webextractor.com/


http://www.kenshoo.com/

http://www.marinsoftware.com/

http://www.acquisio.com/

http://www.google.com/intl/en/adwordseditor/

http://clck.it/9JbCPS

http://www.mongoosemetrics.com/

http://www.optimine.com/

http://www.marchex.com/

http://www.clearsaleing.com/

http://www.google.com/websiteoptimizer

http://clck.it/testandtarget

http://www.monetate.com/

http://www.sitespect.com/

http://www.ioninteractive.com/

http://4q.iperceptions.com/

http://www.foresee.com/

http://www.usertesting.com/

http://www.iperceptions.com/

http://www.knowclick.com/

http://www.omniture.com/

http://www.unica.com/

http://www.google.com/analytics

http://www.coremetrics.com/

http://www.webtrends.com/

http://www.salesforce.com/

http://www.sap.com/

http://www.netsuite.com/

http://www.venda.com/

http://www.volusion.com/

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 10© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL

ClickEquations: Intelligent Paid Search Platform

ClickEquations enables you to manage all aspects of your accounts more easily

• Campaign management with bulk editing and easy-to-use optimization

• Powerful bid management createdwith experts from the Wharton School

• Best in class analytics for advanced and automated reporting

• And ClickEquations makes it all easy through Segments, Adviser, and Analyst

www.ClickEquations.com | @digitalalex

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 11© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL

ClickEquations – Alex Cohen

www.ClickEquations.com

www.AlexLCohen.com@DigitalAlex

[email protected]


http://www.alexlcohen.com/

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 12

Alex Cohen, Senior Marketing Manager

www.clickequations.com | @digitalalex

The Paid Search Technology Maturity Curve


Paid Search Marketing Toolbox - Alex Cohen - Search Engine Strategies San Francisco 2010

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